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Mars Inc.
PROJECT TYPE
Integrated Campaign: Outdoor, Experiential
ROLE
Concepting, Art Direction, Design
"WE ALL SCREAM FOR ICE CREAM" CAMPAIGN
Mars Inc. wanted to re-introduce Snickers Ice Cream with a memorable campaign.
PROBLEM
As Snickers Ice Cream had already debuted in a previous launch, the re-introduction needed to draw attention to the product in an unexpected way.
SOLUTION
The concept played off the expression “We all scream for ice cream” by showing its impossible-to-ignore result: broken glass everywhere. The strategy was to bring the campaign to life mostly through print and outdoor, where the target audience, wrapped up in the monotony of the everyday, would be most susceptible to the element of surprise.
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